dispatches from the new world of work

Cool Friend: Dan Hill

Dan Hill knows if you're going to buy that sweater before you do. He's an expert in reading facial codes and he shares the inside scoop on this technique with us in the latest Cool Friends interview. He's taken it past purchasing impulses to how it can affect corporate culture. And you definitely don't want to challenge him to a game of poker.

Dan's the founder and president of Sensory Logic, Inc., a scientific, research-based consultancy that specializes in psycho-physiological consumer insight testing and sensory-emotional branding. His first book was Body of Truth: Leveraging What Consumers Can't or Won't Say, and he joins us to talk about his second one, Emotionomics: Winning Hearts and Minds. Read the interview; we know you'll like it.

Cathy Mosca posted this on 01/16/08.

Comments

I definitely agree with the Dan's thought that "we make all our decisions emotionally, but then we justify them rationally." When my wife wants to hear my thoughts on important upcoming decisions, she frequently asks: "what's your gut feel on this?". The resulting conversation is usually truthful without any unnecessary emotional constipation.

Posted by H. Peter Schiller at January 17, 2008 5:08 PM

While I appreciate the research and sensitivity here, I wonder if some thinqs are expressly the areas or gifts of others. I so believe in cross- functionality, but the most qualified person should lead in the greatest area of ability, while others contribute in other meaningful ways. I'm not sure if face reading should be taught to all en masse. I shudder at the thought ofall us actively re-acting and counter-acting to what may be a series of facial mis-readings. Baby talk to me! While I have not read the book, a simpler solution may be a matter of lessening ego (it's not about me but them), added humility (while I'm the expert I can still learn), understanding your purpose, knowing your audience (of one or a thousand), and doing massive research. With these prior measures considered and taken, face reading may not be needed. These may, in fact, help us in the very process of presenting or selling. Our natural instincts to our environment and audience may then arise.

Posted by Judith Ellis at January 17, 2008 8:34 PM